iris ceramica group opens new ICG gallery, london with virtual rain façade

iris ceramica group opens new Gallery in london

From a showroom to a technologically engaging space, Iris Ceramica Group opens its new ICG Gallery in London that goes beyond the exhibition of the ceramic surfaces and into an interactive experience. From virtual rain that turns to clean energy, visitors step into a world of augmented reality and witness the company’s values taking shape. Beauty, research, environmental care and refined solutions are seen on various design applications, home automation, furnishings and architectural examples.

Iris Ceramica Group opened the new ICG Gallery during Clerkenwell Design Week 2023

all images courtesy of Iris Ceramica Group

The Iris Ceramica Group Showroom has evolved into an immersive contemporary art gallery. The company of high-end natural ceramic surfaces invites visitors into a place that they can tangibly and virtually experience to explore the Group’s materials and values. ICG Gallery showcases technologies blending with ceramics, tradition and pioneering systems, and unravelling different architectural interpretations each time.

a digital artwork of virtual rain adorns the building’s façade to welcome visitors inside

interactive gallery displays

The ICG Gallery’s interactive nature might begin outside but it also invites people indoors. The movement of passers-by is mirrored through virtual rain on an large digital wall. The artwork represents how the rainfall is turned into clean energy – green hydrogen – used to power the company’s new H2 Factory.

Once inside on the ground floor, visitors cross a world created with augmented reality. They firstly find themselves surrounded by the company’s eco-active materials Active Surfaces®, known for their many health and well-being benefits. With the addition of a user-friendly app – ICG Play – another dimension opens up where ceramic materials show how they improve the environment and how people can interact with them.

once inside on the ground floor, visitors cross a world created with augmented reality

visitors invited to create and experiment

The upper floor (+1) is the realm of the Material Gallery. This space takes guests on a journey through matter, as they can browse textures, formats, thicknesses, and endless other sources of inspiration for designers and design enthusiasts. Playing with the surfaces, creating moodboards, combinations, compositions and experimenting new forms of application are encouraged. Most importantly, visitors can test the magnetic laying function ‘ATTRACT. Smart Living goes magnetic’ – a unique solution registered by the Group – where the materials literally attract.

the upper floor is the realm of the Material Gallery, including the ‘ATTRACT. Smart Living goes magnetic’ solution

The journey ends on level -1, into the depth of technological research – the Group’s distinguishing feature. The intimate space highlights design applications, the touch surfaces for home automations, tailor-made furnishings and smart solutions for green architecture.

the experience concludes on level -1 that is focused on the depth of ICG’s technological research